Monday, October 21, 2013

BEHIND THE SCENES: Jaime Lee 'Light Magic' Campaign by Ted Dana

On Friday the 13th September (superstitiously good timing) Perth luxury retail centre Claremont Quarter transformed one of their style stop stores into a fairytale wonderland fit for the next instalment of the Jaime Lee saga - the campaign shoot for her new collection Light Magic shot by Black Australian editor Thom Kerr. The following is a photographic diary of the day shot by photographer Ted Dana and helps paint the picture of the live photo session where the public were encouraged to come and watch the magic unfold.

It takes an incredible team to pull together a concept this intricate and we couldn't think of anyone more fitting to face the brand than Tallulah Morton from EMG, whose wild beauty suits both the feminine and adventurous aspects of the Jaime Lee brand. M.A.C. makeup director Carol Mackie created the ethereal silver lavender beauty whilst the structured locks were sculpted by Sharlene Lee of the iconic Western Australian salon Circles of Subiaco. The extraordinary floral set which was transported after the runway show and recreated inside the space was built by the legendary Rebecca Grace from Natural Art Flowers. And the entire shoot was produced by Marcia Ball, the wardrobe stylist behind the uber popular blog Style Voyeur. And let's not forget the helping hands lent by photographers Ben Riches and Dhyan Verco who provided all the equipment courtesy of Chris Huzzards Studio. A massive team for a massive project!

Rebecca Grace builds the floral set

Ben Riches building the holographic flooring

The installation being setup

The view from the front shop window

Lighting being setup up by Dhyan Verco courtesy of Chris Huzzard

The floral set by Rebecca Grace is complete

Circles of Subiaco rocking the hair

Carol Mackie from M.A.C. designing the look

Final touch ups

Tallulah Morton working her magic

Jaime Lee, Thom Kerr and Ben Riches examining the images

Thom Kerr and Tallulah Morton swept away by the romance of it all

Tallulah Morton takes the Jaime Lee message out of
Claremont Quarter and onto the streets!